Exciting news from the new consortium called Pangaea. It has been a long time coming and represents another big step forward for the programmatic industry. Another step towards the word ‘programmatic’ being a thing of the past as the whole industry normalises as regards the use of tech for the targeting and delivery of ads.
I am still having conversations with advertisers who ask if we are dealing in long tail, unsold inventory. Initiatives like Pangaea add further evidence that the concept of not being able to buy premium, or build brands through programmatically traded media is a thing of the past.
This list of publishers sounds like a starting point and I am sure it will grow. It is exactly the collaboration that all publishers should be looking at.
Important to note however that although many advertisers do not want the long tail and want to avoid fraud we are still faced with a side by side comparison on lowest CPM wins driven by auditors. Pangaea will undoubtedly be at the more expensive end of the pricing spectrum in exchanges. Advertisers can’t have it both ways. We now need to make sure they are not priced out of the market by all the things the advertisers fear most but end up accepting for the sake of lower pricing.
The other plus point for Pangaea is that the advent of technology and data management platforms has changed the dynamics for advertisers. They can now play a more central role by controlling their audiences at the centre and then execute either globally or allow local markets to plug in. Either way, having the ability to partner with a single alliance to work with allows them to act at scale in premium inventory and access strong data to enhance their own.
Being global is essential. It is vital that publishers adapt to a marketplace where advertisers are doing deals with the Facebooks, Googles etc globally as a starting point in their media planning. Scale is becoming paramount.
The alliance will also allay fears from advertisers around brand safety and fraud, a critical issue right now. This group of companies can offer advertisers a vehicle to avoid many of those issues. The combined investment in tech from Rubicon, the publishers themselves and the nature of the sites means this should be a staple part of any global advertisers plans and safe in the knowledge it will bring quality, brand safe inventory.
So disappointing. All the major newspaper groups sat down in locked rooms and worked for days and nights to establish what to do with this new tablet world. After many hours they decided that it would be amazing if they scanned in their papers and you could click on the pictures to be taken to another page with a picture and some text. Genius!
There are so many options, independants like Flipboard have created a beautifully slick proposition, very visual, intuitive, interactive etc the newspaper apps are depressing in their lack of creativity, lets see what Murdoch comes up with. There was a moment there when my view that paid for content could actually win out but I have a set of apps now from the publishers that have been a massive let down and if they dont improve then they will get some one hit wonder payments and then thats it.
It annoys me that they have not done more in this exciting area, next we will be encouraging advertisers to create full page iPad ads that dont move, arent clickable and seem to be as dull as the content they are in..doh. Sorry Audi and the like.
Innovation is no longer having an ad in these environments, innovation is creating for the environment, there is a big difference, and too many award entries will be based on the very fact that they stuck an ad on the iPad..#fail. The only innovation on the iPad is the iPad, most of the other stuff is failing.
Marco Bertozzi: 02.12.09
These ads have been suggested as the 10 best Ads of the decade in the Guardian, the Ads are brilliant and I wanted to have them all on one place and spread the question to others. Have a look at the Ads and comment as to which you think stand out as winners. I also leave us asking what the best digital ads would be?
Number 1: John West Salmon
Number 2: Levi’s Odyssey
Number 3: Honda Cog – a favourite?
Number 4:The John Smith Ads with Peter Kay
Number 5:Sony Bravia bouncing balls
Number 6: Rhythm of life Guiness
Number 7: Cadbury’s Gorilla Ad
Number 8: Skodia Fabia Original cake car
Number 9: PG Tips ‘The Return’
Number 10: T-Mobile Ad
Great Ads, great seeing them all together, I wonder how we would do identifying the best online Ads of the naughties – any suggestions?